Publication detail

Using the concept of Customer Life - time Value for Internal Customers

HANZELKA, M.

Original Title

Using the concept of Customer Life - time Value for Internal Customers

Type

conference paper

Language

English

Original Abstract

The aim of this work is to focus on a pilot study on the methodology for internal use CLV customers to create new scientific knowledge in the field of assessing the costs and benefits of internal customers, ie. Employees and partners in a given market segment. As external customers (markets), as well as internal customers to express their conduct and behavior more or less affection, in the first case and the second case indicate employer. Therefore, the CLV model for internal clients require a qualified forecasting and quantification of a wide spectrum of both hard and soft items and its conversion to a valid pointer. Utilization Concept Customer Lifetime Value (CLV) in Strategic Marketing companies described in (Hanzelka, 2014, Kumar, 2008). Each company performs economic policy objectives through its organizational structure, level of technology and proactive utilization trends in scientific - technical development, which will ensure their economic growth. External customer is the enterprise resource performance and profitability, is the bearer requirements and needs and creator of loyal customer groups. For external customers can be categorized as CLV CLV-OUT. CLV-OUT can be modified for internal marketing companies operating in the insurance market. These are mainly insurance companies, as described in (Hanzelka, 2015). Internal customer helps create production, is the holder of invention and co-creator of the corporate culture of the company. For internal clients is described analogous method for determining the value of internal customer CLV-IN as described in (Hanzelka, 2015)

Keywords

Customer life time value, internal customer, internal marketing communication, proactive, reactive, cost-benefit analysis, CLV – OUT for external customers, CLV – IN for internal customers.

Authors

HANZELKA, M.

RIV year

2015

Released

12. 11. 2015

Publisher

The 26th International Business Information Management Association Conference

Location

Madrid, Spain, 2015

ISBN

9780986041952

Book

Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth

Edition

26

Pages from

2904

Pages to

2913

Pages count

9

URL

http://www.ibima.org/SPAIN2015/index.html

BibTex

@inproceedings{BUT126221,
  author="Michael {Hanzelka}",
  title="Using the concept of Customer Life - time Value  
for Internal Customers",
  booktitle="Innovation Management and Sustainable Economic Competitive Advantage:  
From Regional Development to Global Growth",
  year="2015",
  series="26",
  pages="2904--2913",
  publisher="The 26th International Business Information Management Association Conference",
  address="Madrid, Spain, 2015",
  isbn="9780986041952",
  url="http://www.ibima.org/SPAIN2015/index.html"
}